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MARKET REPORT David Sprinkle
Pet treats sales growth
outpacing mature market
lasting edible chews, dental chews/treats
and functional treats other than dental.
Pet treats used in multiple ways
Dog and cat treats and chews
continue to see sales growth as pet
owners turn to the market segment
for pet health and wellness issues.
Melpomene, Fotolia.com
Packaged Facts estimates
that total US retail sales of pet treats will
reach US$6.4 billion in 2017. Sales growth
has consistently outpaced that of the more
mature pet food market and pet supplies
market in general, and has recovered
momentum after slower growth in 2013
stemming from a massive wave of recalls in
2012.
Treats for dogs corner the lion's share
of the market, at 85 percent against a 15
percent share for cat treats. Within the dog
treats arena, indulgent treats are the largest
product segment, at 35 percent of the overall
pet treat market, followed by rawhide/long-
As indicated by this product segmentation, pet owners rely on treats and chews
to serve a variety of purposes. For most
pet owners, treats are a way to bond with
their pets and express affection, with treat
dispensing and treat time playing an important role in the relationship. Treats can also
serve for pet activity and entertainment, as
is the case with edible long-lasting chews
or treats inserted into a dispenser that can
be played with. Some pet owners use treats
to help train their pets, rewarding them for
good behavior. Treats can also be functional,
intended to treat a specific condition or to
enhance wellness, as is the case with dental
treats or treats that contain nutritional
supplementation ingredients.
Whatever the case, treats and chews are
firmly established as part of the pet market,
with Packaged Facts survey results indicating that 72 percent of dog owners and 57
percent of cat owners have purchased treats
for their pets in the past 30 days.
Customers prioritize transparency,
safety in pet treats
The threats posed by jerky treats from
China are still affecting the pet treats and
chews market in that pet owners continue
to scrutinize pet food and treat products to
David Sprinkle is the publisher and research director at Packaged Facts, a leading supplier of market research on the US pet industry.
October 2017
Industry